Buried has an innovative promotional campaign with the first interactive trailer on the Internet via mobile phones. The film’s protagonist, who is buried alive with a mobile phone as his only tool for survival, asks Internet users watching the trailer for their mobile number. He rings them back straight away via call-back and asks for their help via their phone keypad.

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Depending on the different options, the trailer then unfolds differently. Internet users are also invited to give their friends’ email addresses and telephone numbers to spark a buzz.

Finally, a relay page on Facebook makes it possible to count the number of calls received by the protagonist. The more this number increases, the more Internet users can move searches forward and manage to identify the place where the protagonist is buried on a map.

Launched on October 23, this promotional operation has been staggeringly successful: the initial aim of 50,000 clicks in three weeks was achieved in 24 hours, 200,000 connections were counted in ten days and visits at peak times reached one connection per second. It will thus be particularly interesting to follow the film’s theatrical results to gauge the impact of this buzz on actual admissions.

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